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Google Display Network – Targeting Options

The Google display network is a system of websites with space for advertising, where you can place your ads. Using precise targeting the GDN is able to reach engaged audiences at the right stages to produce better results. It allows you to place your ads on an array of niche websites in the forms of text, images and videos as well as mobile ads.

Potential customers can be reached based on their browsing patterns.

Contextual Targeting includes;
Keyword – Matching keywords in your campaign with websites related to that keyword.
Topic – Select your target audience from a list of over 1700 categories. Google has categorized thousands of pages under this umbrella of categories.
Placement – Ads are placed on specific sites or feeds that your audience will visit.

Audience Targeting includes;

Interest Category Marketing – Ads are shown to people based on their interests and search history.
Demographics – Allows you to select your audience based on age or gender.
Re-marketing – Advertising to people who have previously visited your site but have not taken any actions.
Similar Users – Finding consumers with similar habits to those on your remarketing list.

When both of these methods are combined, the results prove very effective.There are four different phases to a prospective consumers buying cycle. Using display advertisement will help to create awareness, increase the scope of your campaign, assist in driving conversions and ultimately increase the purchase cycle.

Buying Cycle
Awareness Stage – Showing banners of your brand.

Interest Stage – Target customers when they are evaluating.

Consideration Stage – Re-marketing to engage past visitors, includes demographic targeting.

Purchase Stage – Re-marketing targets people who have added items to an online cart, but have not followed through with a purchase. Showing relevant ads help to up-sell products.

After users have moved through the buying cycle the last step is loyalty. By targeting customers who have completed an action on your website in the past is an effective way to maintain brand loyalty. Google +1’s allow customers to spread recommendations across the internet.

The Google Display Network uses mixed advertising to target the right people at the right time, sending them the right message which is why it delivers results.

Global computer network

Google Display Network Explained

What is the Google Display Network?
The Google Display Network (GDN) is a network of websites that have space for your advertisement. The GDN uses precise marketing methods including contextual and audience targeting to reach audiences and deliver results to users and advertisers. The GDN is a simple and practical way to advertise on an abundance of topic-specific websites, video sites and blogs.

Why is it beneficial to advertise online?
Advertising online has the ability to reach customers through ad placements across millions of websites. Customers do a lot of considering, purchasing, and referring brands via online networks & social media. 95% of users’ time is spent viewing content on sites.

Why choose GDN?
When you choose the GDN for advertising, you get to choose exactly where your ads appear – news sites, blogs and niche websites are some examples. Use different formats such as text, rich media ads, and videos to engage users. By combining search ads with display ads, you get more conversions. GDN provides clear reporting on all aspects of your campaign. You choose the pricing model that works for you and suits your goals.

How much does it cost?
There are structures in place in order to control your costs, an auction systems means you bid for every ad spot, meaning competitive pricing. At most, you will only pay 1 cent more than the minimum necessary to keep your spot on a page.

There are 2 pricing models:

CPM – Cost-per-thousand impressions. You only pay when your ad appears 1,000 times.
Why use this method? For campaigns aimed at increasing your visibility and to track metrics including but not limited to impressions, reach, frequency and search uplift.

CPC – Cost-per-click. You only pay when a user clicks on your advertisement and visits your website.
Why use this method? Used for campaigns where you care about clicks. This allows you to track metrics like sales, leads, and sign ups.

What types of ads are there?
Text ads, standard image (JPEG, SWF or GIF), standard flash, rich media flash, in-unit video and video ads including click to play, cost-per-click, cost-per-view and cost-per-thousand formats.

Ad sizes for Internet;

Internet Ad

Mobile Ads & Sizes;
Everyday more people are using their smart phones to browse the internet and make or research purchases. Put your ads in front of them with mobile advertising on the GDN. Once you have created your ad, it can be shown on smart phones and tablets or even WAP enabled devices with smaller screens.

mobile ads

The Google Display Network works to target the right customers for you using demographics, lifestyle, psycho-graphics and behaviour. As well as engage past site visitors with re-marketing. The GDN sends the right message to prospective customers by layering contextual targeting with audience targeting at the right moments to attracts users when they are in the right mindset.

Female hands holding heart and heartbeat symbol with search engi

Auto-Complete

What is Auto-Complete?

As you type a query into Google, the search bar will offer up suggestions relevant to the characters you have entered. These auto-complete suggestions are generated based on how often certain terms have been used in web searches, and how often they appear online.

It is generally accepted that the number of clicks on these suggestions is factored into Google algorithms generating auto-complete forms. This is because clicking on suggestions triggers web searches, which in turn increases the number of total searches made with the suggested terms. Consequently, search terms offered through auto-complete are likely to retain their place as popular suggestions, being part of a self-perpetuating cycle.

The implications of self-perpetuating auto-complete suggestions

For most, auto-complete suggestions can either be a tremendous convenience, or a fun gateway to some internet off-roading. For business owners, there are seriously negative implications of self-perpetuating auto-complete suggestions.

Because the auto-complete suggestions are generated by search term volume and frequency, these auto-fill forms can leave your company with a negative reputation even when the associated terms are outdated or untrue. Due to its primitive design, bad press can attach itself to your business through auto-complete suggestions, even when negative search terms are used to verify your company’s positive reputation. If many searchers query Google about “Your Business Name complaints” as a means of eliminating any doubt of the company’s validity, an auto-complete association will be built between the company name and the word “scam.” This has obvious negative implications for a company’s reputation. Auto-complete can thus act as a reinforcer of bad press, whether it be true or not. Squeaky-clean companies with an active interest in their online reputation are also at risk. Searching your own company name alongside negative terms to seek out internet slander or bad reviews has the same effect.

Auto-complete suggestion generation can fabricate unjustly bad press for your company, and also perpetuate the circulation of outdated but sensationalist headlines. Google gauges the level of interest in certain sites by sporadically displaying chosen web content on the first page of search result listings, and monitoring the amount of click-through activity it receives from this privileged position. If any of your company’s bad press is selected for this interest test, you may be in trouble, and left at the mercy of a snowball effect. If your business has had a bad review from a disgruntled ex-employee, or if legal documents were circulated, you can expect that this scandalous search headline will attract many curious clickers. Bad news is sexy in every medium, and this elevated traffic level will influence Google to buoy this negative press to the top of the search listings. The popularity of negative terms translates to their on-going inclusion in auto-complete suggestions associated with your company.

What are search engines doing about this problem?

The troubling reality is that search engines do very little to control the reputation implications of their auto-complete suggestions. They are often unwilling to acknowledge its snow-balling effect, or its negative perpetuation of potentially outdated information. The bottom line is that auto-complete suggestions have the potential to create an unfair public perception of your company.

Google has made an effort to suppress the use of the word “scam,” as well as disallowing any racist, sexist, or obscene terms to be attached to company names in auto-complete suggestions. Still, many defamatory terms are still allowed. Google does not regulate whether your company’s suggestions include the words “lawsuit,” “scandal,” “overpriced,” or “class action,” for example.

Google and Bing will both take down negative search results if presented with court orders establishing their content to be harassing or falsely defamatory, but they offer no such service for auto-complete suggestions.

What can be done about damaging auto-complete suggestions?

Though you cannot actively manipulate auto-complete suggestions without violating Google’s terms of service, there are some white-hat practices that can be employed to minimize the damages resulting from negative term associations.

1. Promote search terms through marketing efforts

It is very common nowdays for companies to steer their searcher audiences towards certain terms by stressing key words in radio and television advertisements. As these terms are used more often by searchers, auto-complete suggestions will begin to reflect your preferred search term’s popularity.

Aside from it’s reputation management benefits, asking your audience to Google key words can be a more effective advertisement than one providing a website URL. Encouraging certain search terms is often easier for the audience to remember than the perfect spelling of a web address. Furthermore, this approach gets the person thinking about your company in definitive terms rather than passively memorizing a brand name. Coaching certain general terms can also increase your visibility by leveraging auto-complete to insert your brand name after these general terms are used.

2. Encourage your network to popularize your desired search terms

If you have a severe reputation management crisis on your hands, this may be your best bet. Basically, you approach your friends, family members, and employees, and ask that they Google your preferred search terms as often as possible to build up the auto-complete association. It is important that they click on your company’s search listing for better results.

Conversely, you need to stop all negative searches. You may be seriously tempted to gauge your online reputation by searching negative terms, but you must resist. Each time you run a search with negative terms, you contribute to damaging auto-complete suggestions.

3. Research your brand’s top terms, and build on existing positives

Ubersuggest is a valuable tool for this research, and will allow you to pinpoint your focus. Instead of trying to construct some entirely new positive search terms, try to bolster existing ones that have been proven as popular among searchers.

Young businessman touching web browser address bar with www sign

Importance of Local Search and Internet Identity

The Internet Age is upon us. In this era of convenience technology, consumers are turning to their digital devices to find out everything they need to know about local businesses. Every successful business needs a smart website, social media presence, and an online reputation. In the current market landscape, neglecting your online presence is a big mistake.

For most people, the internet functions as a gateway to your business. Over 90% of consumers use the internet when researching local products and services. Though the internet may not be the only avenue used to gather information about your business, it is the most convenient and widely-used channel. Nearly all smart-phone users have used their devices to look for local information. Your internet presence should be tacit; you should only be asking yourself how you can distinguish your business from the other options that local searches will provide.

Effective internet marketing is essential, but also cost-effective. Consider that phone book advertising can cost business owners thousands of dollars each month, and yet over 50% of Americans have substituted the Internet and local search for phone books when conducting their research.

The value of internet and local search options is only increasing. In 2014, 140-billion local searches will occur on desktop and mobile devices. As the years go by, these searches will overtake all other forms of business research.

Existing customers also rely on your website. Managing your online presence is not only a long-term adaptation strategy. The number 1 reason for conducting an online search is to find the location of a known business, which means that even existing client bases depend on your business’s online presence.

Your online presence boosts your business’s credibility. Over one-third of survey respondents claimed that a clean and smart-looking website was a significant factor when gauging the credibility of a business. Furthermore, over 30% of consumers said they were more likely to contact a business if they had a website. You can also boost your website’s credibility by being mindful of your online reputation. 9 out of 10 consumers consult online reviews before they purchase local services. The growing importance of online reviews accurately reflects the favorable social shift towards internet technologies. Most consumers now trust the credibility of online reviews at the same level that they value personal recommendations.

Websites are crucial, but even the most compelling content and innovative layout is useless if you can’t quickly get eyes on it. Your website must be prominent, and highly visible. Over 90% of searchers will not go beyond the first page of search results. Consumers seems to attach a value judgment to search result prominence and ordering, especially as public expectations for Google’s smart search engines continue to rise. In this fast-paced world, contemporary consumers are making quick business decisions, with nearly two-thirds of mobile users visiting the business on the same day that they located its local information online.

Your business’s social media identity is a vital piece of your overall online presence. Social media’s popularity is a powerful resource to tap into to increase your business’s visibility. Over 70% of your business competitors are using social media to promote their businesses, engaging these enormous (and expanding) markets. Social media offers you a chance for indirect product placement, while also boosting your credibility and making your business information more accessible. 7/10 consumers indicated that they were more likely to use a local business that has information available on social media.

A successful business requires a professional online identity. Investing in your website, social media presence, and local search options is a cost-effective way to engage new and old customers, boost your credibility, and allow you to remain relevant by adapting to an increasingly digital market.

Copy - Paste

Duplicated Content & SEO

Duplicate content refers to content that appears on the internet in more than one location. There are millions of Web pages on the internet and when you are performing a search using a search engine such as Google, it tries to find the most relevant results for your query.

Google has an algorithm (a set of rules to be followed) to weed out any duplicate content for pages found in search results. The part in the algorithm responsible for the quality of content is named “Panda”. Websites that are written uniquely with little or no duplicated content and have high visitor engagement (low bounce rate, very informative, provide answers to the search phrase, etc.) are promoted in Google’s top search results (rankings).

The risks of having duplicate content on your web site is that it can get penalized by Google. This means that pages with duplicated content (and eventually your entire website) will show up in Google search results less and less which leads to decreased traffic and can eventually be considered spam and then removed from the Google index entirely (site wide penalty).

Ways to avoid duplicated content include; not posting the same information or article on more than one of your own websites, social media platforms, video sharing sites like YouTube and even more of a common case would be using the same content on sites such as LinkedIn. Never copy or paste any content on to a website or page where the majority of it will be duplicated. It is okay to quote some content but the bulk must be uniquely written. If you know that there is text on your website that has been copy/pasted from another of your websites or anywhere else , they must be rewritten or deleted. Having thin content which means extremely short blogs or articles with uninteresting information will affect your ranking as well, they must be rewritten and/or beefed up with engaging content.

A few examples of duplicate content could include;

URL Parameters – when tracking analytics through URLs, the same page may be accessible via different URLs and that’s when duplicated content can emerge. Having multiple URLs can diminish a links popularity. Having long URLs with tracking numbers may also decrease the chances of a user selecting that result.

www.example.com/yellow-page
www.example.com/yellow-page.product.php?trackingid=1234

Printer-only Versions – if a website has a regular and a printer-friendly page for each article and neither of these pages have a noindex meta tag, then the search engine will not know which one to show and eventually one of the pages can be filtered out due to duplicated content.

www.example.com/yellow-page
www.example.com/printer-friendly/yellow-pag
e

Session ID’s – when tracking visitors on your page, sometimes a “session” is created so a brief history of what the visitor did between pages can be stored. So each visitor has a session ID and each page they click creates a new session ID. If you have 20 pages on your website, and 20 visitors a day, your website now has 400 indexible URLs.

www.example.com/product=id12555
www.example.com/product=id12556
www.example.com/product=id125
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There are a few different ways that content can be duplicated and affect the traffic and analytics of a website, but there are also solutions. Google’s algorithms will most often only choose one URL in the results, so if you have a preference, let Google know by;

301 Redirects – if you have a website that is www.example.com, and it is switched to http://www.example.com they are perceived as the same URL but considered two different web sites. A 301 will redirect visitors from one to the other to help you get the best leads when doing this the pages are not competing but working cohesively to create a stronger relevancy and popularity.

Rel=”canonical” – you can insert a canonical link that is a soft redirect as a quick fix for duplicate content. It is slightly slower than a 301 redirect. Usually used when you have a duplicate version of a page but the URLs differ. This tag groups them together.

Duplicate content happens often, and between the millions of pages on the internet there is bound to be similar information and sentence structure across a few thousand. By using the fixes mentioned above and also having Google Webmaster as a tool, you can be sure that your website ranking will rise by getting rid of any duplicated content.